SAARFSouth African Advertising Research Foundation
SAARFSpecial Allied Airborne Reconnaissance Force (est. 1945)
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References in periodicals archive ?
South African Advertising Research Foundation (SAARF) 'Living standards measure'.
"It is unquestionably true that people have become so accustomed to thinking in terms of race that they will, wittingly or unwittingly, use population data in discriminatory ways," Saarf managing director Paul Haupt says.
It has defended this, saying race was necessary to measure development in disadvantaged groups, an argument also used by many Saarf critics.
Haupt firmly believes Saarf made the right decision.
But while Saarf has been applauded for its bold step, dissenting voices say it is a "politically correct" decision ignoring market realities.
South African Advertising Research Foundation (2009) 'The SAARF universal LSM.' Powerpoint presentation to the advertising industry.